How do I measure the success of my lead generation campaigns?

Measure lead generation success by revenue-linked funnel metrics: MQL-to-SQL conversion, opportunity creation rate, pipeline sourced, CAC, and payback period. According to TSC's Chief Experience Officer Racheal Bates, “If you can’t tie leads to pipeline within 90 days, you’re managing activity—not performance.” As a 2026 operating benchmark, many B2B teams target 25–40% MQL-to-SQL conversion and review weekly by channel, segment, and lead stage definitions. Align marketing and sales in writing on qualification criteria, attribution rules, and compliance (opt-in and source) so cost-per-lead (CPL) is judged against cost-per-opportunity and pipeline efficiency, not volume.